7 Must-Read Articles to Supercharge Your Mobile Marketing Campaigns

Despite the fact that our lives revolve around our smartphones, the word on the street – at least according to one recent report – is that most companies are lacking a formal mobile strategy (to the tune of 84%).

There are a few reasons for this trend. For starters, it takes serious planning to get a mobile marketing campaign off the ground.

Beyond that, mobile introduces a new set of challenges to marketers everywhere. Knowing how to tailor experiences to different screens to reach audiences across multiple marketing channels is easier said than done.

Luckily, there are tons of experts writing about this sort of stuff. Here are seven posts that will help you launch your first mobile marketing campaigns with a bang.

2. What 22 Billion Newsletters Tell Us About Designing for Mobile Email

Email allows you to speak directly to prospects. And if you do it right, it’s also a great way of sending qualified traffic to your campaign landing pages.

With more and more people checking their email on mobile, it’s important to understand how these users read and react to email on their phones.

In this post, Ros Hodgekiss of Campaign Monitor spills the beans about what the company learned when it looked at year-over-year trends of open rates and click-through rates across a variety of devices.

This blog post will help your team become more familiar with the mobile email marketing ecosystem so you can drive qualified traffic to your landing pages and get more conversions.

Lessons learned

Mobile users have different goals, motivations and behavior – understanding them is part and parcel of designing an effective mobile email marketing campaign.

Optimizing for mobile landing pages isn’t that different from the LPO you know and love. For example, you still need a compelling offer, convincing social proof and an enticing CTA.

But not all “best practices” hold true. In this article, Amanda Durepos from Unbounce turns to eight seasoned conversion rate optimization experts to answer the following question:

What do you need to know about your mobile visitors to optimize your landing pages for them?

The result is a post packed with battle-tested mobile LPO tips from a variety of experts.

Lessons learned

Mobile users have different expectations when they arrive on your landing page. Understanding them can help you craft a more compelling offer that is aligned with their interests.

If you can’t keep your CTA above the fold across all mobile screens, consider a smaller button that jumps to the web form to expedite action.

Like many of the experts in the post, you may find that your mobile users are less likely to purchase via their mobile device. Find out how users are behaving and decide if you should be prioritizing lead gen, calls or sales.

4. Mobile Commerce Calls to Action: Eight Best Practice Tips

This article by David Moth, deputy editor at Econsultancy, was written for an audience of ecommerce marketers, but it’s packed with tons of great advice for your mobile landing page CTAs.

The tips were written under one fundamental observation:

It’s hard to purchase stuff on your phone.

Though people are becoming increasingly comfortable with the idea of purchasing from their smartphone, we’ve all experienced the frustration of having navigate a poorly designed page with a single finger.

This blog post will walk you through some best practices for encouraging prospects to click your calls to action – with a few timeless examples from big brands like Walmart, Asos, Next and Sears.

Lessons learned

Create a sense of urgency so that audiences don’t abandon, thinking they’ll just do it on their computer later.

Make your CTAs big and thumb-friendly – and don’t include other hyperlinks in the vicinity that might accidentally get clicked.

Give people a telephone number to call in case they get stuck during your sign up process. Filling out opt-in forms on mobile may be tedious, but placing a call isn’t!

5. Conversion Optimization in a Multi-Device World

Okay, you get it. Your campaigns need to work on any mobile device – but what’s the best way to make your pages mobile-friendly?

As CRO expert and WiderFunnel founder Chris Goward explains in this article, you’ve got to have a plan of attack; will you create (static) mobile pages for mobile traffic? Or will you make your pages mobile responsive so they can adapt to any screen?

Chris lists some of the pros and cons of going with either approach, explaining which of the options is better for SEO and effective conversion rate optimization.

On top of the detailed comparison, you’ll also get a simple framework for mobile CRO, with a case study that shows it in action.

Lessons learned

Responsive landing pages, from a CRO perspective, are a valuable long-term investment because online experiences are becoming increasingly mobile. According to one report, a mobile-friendly website makes someone 67% more likely to buy a product or use a service.

Mobile landing pages are tough to build due to higher maintenance costs, inconsistent user experiences across devices and lack of future-proofing.

Lessons learned

Instead of asking users to fill out a lengthy sign-up form, give them something short and sweet to get started. Then send them an email so they can complete the rest of the signup process later, when they’re at their computer.

Be mindful of slower internet connections. Don’t rely on a single image to communicate your brand’s core value proposition – it may fail to load.

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About Ritika Puri

Ritika Puri is a Los Angeles based marketing and business blogger who writes about trends in data, internet culture, and entrepreneurship. She's inspired by the intersection between technology and sociology.